Each sale has different pros and cons. This article offers guidance on helping clients take advantage selling personal goodwill as a tax strategy.In an asset sale, the new owner purchases the business's physical assets. The seller retains all rights to the legal entity. A business usually has many assets. In this article, we discuss what asset sales are, how they work and how to calculate a loss or gain because of an asset sale. Question: King wanted to purchase the business but explained that he could not afford to pay the entire amount in cash. An asset sale involves the purchase of individual assets and liabilities. An asset sale occurs when the assets of your business are sold to a buyer. Buy and sell online businesses and websites that have been thoroughly vetted on the largest curated marketplace at Empire Flippers.