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Building an inground swimming pool is a huge undertaking (it's something that not only costs a lot of cash, but also takes a lot of time). The last thing you want is some swimming pool company to dig a big hole in your yard then take off half way through construction with all of your money.
The best place to start looking for contractors would be through close friends. Since you already trust their judgment, chances are you'll trust their contractor too. If you are in a situation where you are working with a contractor that you did not get through someone you know, request references from them. Don't be afraid to call them.
*It is also smart to give the Better Business Bureau a ring.