CONSENT OF HILIE KING. -iv-. An asset purchase involves the acquirer buying some or all of the assets of the target company, with the proceeds paid to the target company itself.Asset purchases occur between a seller and buyer of a company's assets, including facilities, vehicles, equipment, stock, and inventory. In an asset purchase, the purchaser only acquires the assets and liabilities it identifies and agrees to acquire and assume from the seller. This article offers guidance on helping clients take advantage selling personal goodwill as a tax strategy.