For an opposing viewpoint, see Chris Ashton's post It's OK Not to Write Unit Tests
Are you the development manager? If not, tread lightly. If you're a test manager or tester, then it may be perceived as arrogant to assert that you know better than the experienced development group how to develop software. These are competent people, skilled at their craft, who are aware of unit tests and made a decision not to spend time on them.
Develop an elevator pitch, as Alan Page suggests.
Identify the key influencers and get them on side. Write some unit tests yourself and demonstrate running them.
Ask the developers if they see value in writing unit tests, and listen respectfully to their objections.
Ensure the developers have the tools, skills, time allocated, and expectation to do this.
Consider incentives and rewards for writing unit tests. Hold a contest with a prize to get people hooked on the green bar.
Collect metrics on what code has unit tests, set agreed-on targets, and measure your progress as part of your test reporting.