What is the players reputation, what is your reputation, what is the clubs reputation? What is the squad status of the player and are there any players with lower squad status than his in the starting lineup? (a player would think "if this is a match in which young or backup players get a chance, why am i not getting it") More importantly how well is your squad blending together and do you have a coach with good man management? If there are no problems regarding these, i like putting the player in its place, risk getting him transfer listed - if his wishes are truly unreasonable and your relationship with the player is okay, i find the player usually backs down