Here are some typical answers(ranked in ascending order of corniness) I get from managers/bosses whenever I bring up the importance of having unit tests and code coverage as
Introducing unit tests into development process is like investment: you have to put some money up front to get profit later. Management should be more attentive to this analogy if you follow through with it: describe what investments are required and then lay down plan for profits.
For example: Investments:
Profits: