Try getting them to think of software as a car. It may only take a couple of weeks or a month to build it, but whilst it is in use over the following weeks, months and years there is maintenance which will be required. Maybe it's just routine maintenance to keep things running smoothly; but it could also be emergency maintenance when it does something unexpected and needs fixing.
Similarly, it may be all fine when you first get it, but after a little use it will need polishing up to make it how you expected it to be all the time.