Social Selling with Tony Restell: The Power of Starting Conversations

In this episode of Openshortlist’s podcast, Moe Nazariha, Co-Founder of Openshortlist, sits down with Tony Restell, Founder of Social-Hire.com, to break down a hot topic for recruiters and small businesses alike—social selling. Restell shares insights from his experiences and recent research, highlighting the missteps many businesses make on social media and the tangible successes seen by those who shift their strategy to focus on genuine relationship-building.

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The Big Problem: Mass Visibility Isn’t Working

Many business owners still believe that getting maximum visibility on social media is a fast track to client wins. They see high-engagement posts on LinkedIn and assume they just need more “likes” and views to succeed. Restell, however, argues that this mindset is a trap. His team’s research with over 170 business owners showed that only about 20% saw consistent business from their social media activities. The real success stories? Six times more business owners achieved results through social selling over traditional social media marketing.

What’s the Difference Between Social Selling and Social Media Marketing?

Restell lays it out: social media marketing is about reaching a large number of people and hoping they’ll engage or respond. Social selling, on the other hand, focuses on building trust with a smaller, more targeted audience. Think of it as “sniper” rather than “shotgun” marketing. Instead of broadcasting widely, social selling requires identifying specific potential clients and dedicating time to cultivate one-on-one relationships with them over time.

Three Steps to Effective Social Selling

Build Your Audience

Identify and connect with decision-makers and influencers within your target companies. For recruiters, that means focusing on ideal clients—those who will drive your business growth.

Build Trust

Post content that’s highly relevant to your target audience’s challenges, such as industry insights or recruitment tips. Skip the clickbait puppy pictures. Show your expertise in a way that speaks directly to your ideal client’s pain points. Over time, they’ll recognize your name and content, associating it with real value.

Convert Through Conversations

Avoid spamming prospects with instant pitches or sales links. Instead, start conversations by engaging thoughtfully with their posts, sharing resources they’d find valuable, or eventually inviting them to events or calls. The goal is to get them interested enough in you and your brand to respond positively.

What’s Holding Companies Back?

Restell identifies two primary roadblocks: knowledge and time. LinkedIn’s visibility game often gives business owners a skewed perception of what success looks like—hundreds of likes and comments that feel unattainable. But, Restell points out, much of the real work in social selling happens “under the water,” out of public view, like private messages and calls. Second, many owners or partners feel too stretched to regularly post valuable content or nurture connections, and even if they have social media support, it’s often delegated to someone who lacks industry experience.

Final Takeaway: Make Starting Conversations the Goal

Restell wraps up with a straightforward piece of advice: stop thinking of social media as an advertising space, and start seeing it as a conversation starter. Share content that invites interaction rather than passive viewing. If businesses can shift from mass marketing to fostering a few, high-quality connections, they’ll be well on their way to building trust and winning clients—one conversation at a time.

So, if your current approach to social media isn’t yielding results, maybe it’s time to make that shift.