Can ethical negotiators be effective negotiators?

Here's a passage from The Intelligent Negotiator:

When the car dealer begins the initial discussions by saying "I cannot go below the $22,500 sticker price, " and the prospective purchaser begins by saying "I will not go above the $19,000 dealer cost," have they engaged in reprehensible dishonesty? Most people who consider this issue carefully are likely to answer "no." A truthful individual is not a person who always tells the truth, but a person who tells the truth when the truth is expected. Most of us would not consider it dishonest to compliment a colleague's new outfit or hairstyle though we do not find it attractive, or to falsely tell an acquaintance we have another engagement when asked to attend a dinner we would prefer to avoid. We recognize that a truthful response would be considered needessly cruel.

Do you buy his assertion that lying is context based? Proverbs says "The LORD detests lying lips, but he delights in men who are truthful. (Prov. 12:22). But does a false statement that doesn't deceive constitute a lie?

It seems that in certain circumstances when you are negotiating with another party who might not expect puffery/embellishment, false statements are likely to deceive. God comes out pretty strongly against injustice, and in my mind, taking advantage of someone at the negotiating table, whether by lying or not, should be avoided.

What about in the case of two experienced negotiators who expect the other person to use false statements? That seems to remove the problem of deception, so we're left with wondering whether a false statement on its own is morally wrong. "The righteous hate what is false" (Prov 13:5a). This comes as no surprise since Jesus describes himself as the Truth (John 14:6). However, assuming that puffery is a necessary element of effective negotiating, it's hard to believe that Christians are called to avoid it entirely.