The phrase "to win over" means to convince someone or something to support, accept, or agree with you. It can also mean to gain favor or approval from someone or a group of people. The term is often used in a variety of contexts such as business, politics, and personal relationships. For example, it could refer to trying to win over potential customers by offering excellent customer service, or winning over voters during an election campaign. In personal situations, the phrase can be used when describing efforts made to gain someone's trust or affection. Overall, "to win over" means to persuade and convince others to support your ideas, opinions, or actions.