The heavy quark potential and particularly the one proposed by Richardson to incorporate both asymptotic freedom and linear confinement is analyzed in terms of a generalized Borel transform recently proposed. We were able to obtain, in the range of physical interest, an approximate analytical expression for the potential in coordinate space valid even for intermediate distances. The deviation between our approximate potential and the numerical evaluation of the Richardson's one is much smaller than Λ of QCD. The c c ̄ and b b ̄ quarkonia energy levels agree reasonably well with experimental data for c and b masses in good agreement with the values obtained from experiments.