Richard (Rich) B. Cottrell, President of PA LICA (Pennsylvania Land Improvement Contractors of America), has a simple recipe for attracting new customers. "Do good work, charge a reasonable price and treat your customers fairly." "We spend very little on advertising." he says. "Instead, we let our work do the talking." And his system works so well that Cottrell Excavating, owned by Rich and his dad, Richard G. Cottrell, have about all the work they can handle. A family operation, Richard G., Rich B. and David Cottrell, a brother, do all the work. Occasionally, they add a college student to help during summer months. Since both father and son have the same given name, middle initials were used to eliminate confusion as to which one was which. Father became Richard G. and son became Richard B. A friend once jested that the 'G' stood for Good and the 'B' stood for Bad. But quickly added "Rich is certainly not bad, instead he is as fine a young man as one can find anywhere."
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