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I would suggest two different things, preferably used together.
The first is to show SWE a video of FIRST and how teams do things. In addition to any video compilation a team you know has made of themselves working, I suggest the program Wit, Grit, and Robot Wars which followed three teams from the 2001 season. The other program is 2003 FIRST Robotics that aired on the Science Channel. These videos are a great way to show how mentors are involved in various ways with FIRST teams.
The second thing I would do is appeal to their common sense under the notion that "if one learns to build something, they become a better engineer". As an example, by being involved in FIRST, I have come to realize that just because something can be CADed doesn't mean it can necessarily be built. This is something that new engineers need to become familiar with. The only question is when they will get that familiarity.
I have used both of these tactics with the SME organization on campus and now they are interested in working with the program. Just be forewarned that if all goes well, there may be some misconceptions that you will have to deal with, such as "Oh, well we can just send a couple of students over and rotate who goes each week."
I may have misread your question, and if that is the case, I apologize and ask that you rephrase it.
indieFan
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