Two ways: convince the project manager that unit testing improves quality AND saves time overall, then have him make unit tests mandatory.
Or wait for a development crunch just before an important release date, where everyone has to work overtime and weekends to finish the last features and eliminate the last bugs, only to find they've just introduced more bugs. Then point out that with proper unit tests they wouldn't have to work like that.
Another situation where unit tests can be shown as indispensable is when a release was actually delivered and turns out to contain a serious bug due to last-minute changes.
