He was responding to speculation about the future of on-form Light Blues left-back Lee Wallace.
The defender has been outstanding during the 2013/14 campaign and has forced his way back into the Scotland side.
Rangers have lost £14.4 million in the first 13 months of trading as a new company.
And there have been suggestions that Wallace will be sold to bring in cash.
Speaking to Rangers TV, McCoist said: "I've had discussions with board members and the chief executive and there has certainly been no indication that we have to sell.
"If that is the case I'm sure I'll be informed, 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.
"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 to Rangers after Charles Green's consortium took control last year.
And McCoist feels that commitment underlines that the 26-year-old is happy at Rangers.
"Lee is well respected here, as a player and a man, and the way he conducted himself last year would indicate he'll be with us for a good number of years yet," said McCoist.
Meanwhile, the board has strengthened its grip on power at Rangers. Sandy Easdale now has voting rights over 26.6% of the Ibrox club.