Philippe Clement has told his off-form Rangers players they must embrace an intense environment where results dictate whether they go to “heaven or hell”.

The Gers were widely lauded after a consistent run of form that saw them wipe out Celtic’s eight-point advantage at the top of the cinch Premiership to briefly take over at the summit in February.

However, they go into this Sunday’s Scottish Gas Scottish Cup semi-final against on-song Hearts having been ferociously criticised after slip-ups away to Ross County and Dundee over the past week left them with just two wins from their last eight games in all competitions and their title hopes hanging by a thread.

“If you win 10 games in a row, you have more belief than when you lose two times but this is Rangers, this is a club where you always have to fight,” said Clement.

“Every point you lose, it’s like you’re going to hell. That’s this world, and that’s good. That’s also the challenge and it’s interesting to see which players can live in that way.

“But it’s an exciting place to be because on the other side you can go also to heaven when you win games and when you win trophies.

“In other teams, where it’s not so important to win points or when it’s not something dramatic when you lose points, you cannot go to heaven also because those are not the clubs that win trophies. This is something you need to embrace.”

Clement insists he is comfortable with the intense scrutiny and criticism he has faced amid Rangers’ recent “bumps in the road”.

“I know it’s part of the job,” he said. “I’ve been now more than 30 years in this world and I’ve been buried a lot of times as a player and as a manager, so I know what I’m doing in a club. I know what I’m doing in this club. I know we are on the right road together.”

Clement described the demands of being in charge of Rangers as similar to managing former club Brugge in his homeland.

“Winning, becoming champion, is the only thing that counts,” he said. “But I’ve been like that all my life. There is nobody who can be more critical than me because I want to win everything.

“Everybody who knows me from when I was a child, whether it was basketball, tennis or table tennis or whatever sport, I want to win. I made a lot of fights with my wife about that, that I wanted that mentality with my children because I did it with them also.

“If I played a game with them and they were three years old, I wanted to win. That is the mentality that is necessary in a club like this, but you need to embrace that.

“It’s also because of that that you can be successful and you can win trophies and have these exciting moments that will stay with you for the rest of your life. That is what Rangers is about and that’s why I love to be here.”

Clement galvanised Rangers earlier in the season after replacing Michael Beale in October.

Asked what he would say to supporters who fear the resurgence is fizzling out, the Belgian said: “The same thing I said in October. I think this team since October did improve in results, in attitude and resilience, and in six months they proved it several times.

“So it’s there, they can do it. They’ve shown it several times with quality. That’s what they need to do again. So, yes, my belief is there 200 per cent.”