In an asset sale, a firm sells some or all of its actual assets, either tangible or intangible. The allocation of purchase price in asset sale is the process of assigning the total price of a company to assets, such as buildings, trademarks, and loans.An asset sale occurs when the assets of your business are sold to a buyer. An asset sale is the purchase of individual assets and liabilities, whereas a stock sale is the purchase of the owner's shares of a corporation. In an asset sale, the new owner purchases the business's physical assets. The seller retains all rights to the legal entity.