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Originally from Danville, Ian Cordle, owner of Dent Solution, has been doing paintless dent repair for 20 years. 

Like many business owners, he faced tough times during the recession. 

“Business came to a slow creep” in 2008 and 2009, Cordle said. 

Luckily, he was able to recover. 

“I credit that to hard work, getting up every day and getting out there and making it happen.”


How did you get into this business? 

Before I graduated from high school, I was doing detail work to earn extra money. I went to a local car dealership to see if they were interested in hiring me. After some persistence, the owner asked if I would be interested in learning a new skill: paintless dent repair. The owner scheduled me to be trained, and then went on to say I would learn this technique and then train 200 auto body technicians. 


What’s a common misconception you get about your business?

People think that I use a machine that sucks the dent out. I do not use suction cups or plungers. I use stainless steel rods and massage the dent from inside of the panel, until the dent is gone. It really is an art. 


What’s a common question you get?

“Can you take dents out over body lines?” I can. 


What’s new at your business?

My website and the social marketing tools I am using. It’s a whole new avenue of letting people know what you are all about and what’s going on. 


What’s the most common kind of dent you repair? 

Door dings, fender dents — anywhere between 1 to 4 inches in circumference. 


What’s your business philosophy?

Always treat every dent repair like it’s your own vehicle. 


What was your childhood ambition? 

To be a chef.


What’s the worst job you ever had? 

Flipping burgers at a local burger joint. 


What’s on your to-do list? 

Bring on new technicians and branch out to different areas. When I have accomplished that, ride my Harley across the country and travel.


What other business person(s) would you like to see featured in “10 Questions for…”

Wes Siebern, owner of Classic Car Wash.

Joe Jacobs, New Life Auto Salon.

Kevin Massie, Napa Ford.


More from Ian Cordle


Which three people would you most like to have dinner with? 

My wife (Amy) and my two sons, Zain (15) and Quentin (10).


What was your first job? 

Assistant volunteer vet technician at Alamo Veterinary Clinic in Alamo. 


Whom do you most admire in the business world? 

Anyone who doesn’t give up and takes on the responsibility to grow and be prosperous in anything they do. 


If you could change one thing about your business, what would it be? 

To franchise (the business).


If you could be anywhere right now, where would you be? 

On vacation with my family. Lots of sun and sand!


Cordle can be reached at 252-0600.


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