A business usually has many assets. This article offers guidance on helping clients take advantage selling personal goodwill as a tax strategy.A seller must give all prospective purchasers Form TP153, Notice to Prospective Purchasers of a Business or Business Assets. In an asset sale, the new owner purchases the business's physical assets. The seller retains all rights to the legal entity. A taxable asset purchase allows the buyer to "step up," or increase, the tax basis of the acquired assets to reflect the purchase price. Search for business topics like employer tax identification number (EIN) information, with the A-Z Index.