McCoist was responding to speculation surrounding the future of left-back Lee Wallace, who has been the club’s top performer over the past 18 months and recently won a Scotland recall.
The club lost £14.4million in the first 13 months of trading as a new company and cost-savings are likely as share-issue money begins to run out.
But McCoist told RangersTV: “I’ve had discussions with board members and the chief executive and there has certainly been no indication at all that we have to sell.
“If that’s the case, I’m sure I’ll be informed of that but until that moment comes we obviously want to keep hold of our better and best players.
“You’d have to say Lee certainly comes into that category and in moving forward, which the club hopes to do, we’d be delighted to keep our better and best players.
“The fans deserve the best team we can afford to put on the park and which can play the best football and entertain 36,000 season ticket holders.
“Home crowds of 45,000 would tell me the fans deserve a good product on that park and we’re trying to give them the best side we can.”
Former Hearts player Wallace was quick to pledge his future after Charles Green’s consortium took control at Ibrox when the original company was consigned to liquidation, and McCoist believes that commitment shows the 26-year-old is happy at Rangers.
“Lee’s well respected here as a player and a man and the way he conducted himself last year would indicate he’s happy here and he’d want to stay,” McCoist said.
“I know he’s got a young family too so all things being well, he’ll be here with us for a good number of years yet.”
Meanwhile, the current board has strengthened its grip on power as Sandy Easdale increased his voting influence.
Easdale, who sits on the football club board and is the brother of PLC board member James Easdale, has been assigned the voting rights of Beaufort Securities, which has a stake of about three per cent.
Sandy Easdale now has voting rights over 26.6 per cent of Rangers, a block which includes his own 4.5 per cent stake.
Board hopefuls Malcolm Murray, Paul Murray, Scott Murdoch and Alex Wilson need support from shareholders with more than 50 per cent of the voting power at the club’s annual general meeting on December 19.