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Nothing. Scott Steiner may be somewhat entertaining on the mic, but The Iron Sheik is deliriously entertaining -- doesn't mean he should be hired by a current promotion. Steiner will cost more money than he brings in, and is just another old name. If Kurt Angle, Sting, Mick Foley, Ric Flair and fucking Hulk Hogan can't make people start watching TNA -- Scott Steiner's name isn't.
The only way I'd want to see Steiner, is maybe if he became a manager for The Amazing Red & Crimson. The latter could reveal that Steiner is his trainer, or something ridiculous like that, and Steiner coaches the two in becoming a great tag team. That would make the most of his unique entertainment value, and get a new tag team over (without promising that they will change the face of professional wrestling forever).
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