The Hammers have slipped down to tenth in the table and have suffered back-to-back defeats from both games so far in March.
The side is still in a comfortable position with regards to the Premier League table and that itself is what Cole has suggested could be the reason for the club’s mid-table position.
“At the start of the season, everything was going for us, but things have started to tail-off a little bit,” said Cole.
“I think mentally we’re a bit comfortable because we’re not fighting a relegation battle.”
Based on the forward’s comments, manager Sam Allardyce needs to find a way to get the team motivated and focused on achieving a target by the end of the season.
That’s difficult for him to achieve when there is doubt surrounding his own position, with his contract set to expire by the end of the season.
However, the top eight is still a very realistic aim for the club and arguably the minimum they should be looking at, considering their positive start to the season.
At one point it looked as though the Hammers would be safe inside the top six for most of the season, but they have slipped down the table as injuries and suspensions have taken their toll.
If Allardyce can find a way to put the fright back into the squad, the top eight is the minimum they should be looking at the minimum they arguably deserve, if they can pull themselves out of this difficult patch.