The Liverpool striker impressed on-loan at West Ham last season.
Cole told talkSPORT: "We play to suit him, we play around him. We try to get good quality balls into the box for him and that is going to be valuable. If I was him, I would be wanting to stay at West Ham.
"The lads love him and the fans have taken to him. If he keeps himself fit he can get 20-30 goals next season and really kick on."