Forward or Reverse?

I have the wiring squared away. Thing runs like a beast (I'm breaking parts to prove it). Next question, I'm not able to calibrate the ESC... what to do? What am i doing you ask? Turn on the transmitter, hold full throttle forward, turn on the ESC and wait for the "extra" beeps. It only beeps with the starting beeps and not the following calibrating beeps. When I let go of the throttle, I get the link confirmation (three beeps).