The Resurgence has a great post on this topic. I highly encourage you to read it. Below is an excerpt:
The goal of an apologetic encounter is not to put points on an abstract scoreboard. The apologist is not to be a gunslinger, looking for another notch to put in his Bible. The point of argument is to win people or, if any spectators are already won, to encourage them. To the degree that an argument contributes to that end, then God bless it. But in the meantime, it must be frankly stated that a lot of people who are deeply interested in apologetics need to think a lot less about winning, and a lot more about being winsome.
…
The apologist is called to win hearts, and not to score points.
