QMav is prolly right. If, when you first power up the ESC and the throttle and throttle trim is not at 0, the ESC will go into programming mode.
I use the same ESC as you and they are quite easy to program. Just follow the directions in the little brochure. It all sounds confusing, but if you take your time and read thru it a couple of times it's pretty easy.
More than likely, you just need to set your throttle range and you'll be okay.
Remove your blades in case. Some recommend disconnecting the motor, but you need to hear the beeps.
Next I would rebind the TX/RX. Make sure your throttle and throttle trim is down. After rebinding, make sure to remove the bind plug..
Then set your Throttle Range according to the instructions: (this is kinda sorta straight from the little brochure)
Switch on the transmitter, and then move the throttle stick to top position. Not to worry, nothing will happen.
Then connect battery pack to the ESC, a special tone “♪123” emits that means the battery supply is OK, then wait for 2 seconds -- NOTE: The ESC uses a series of beeps to guide you thru the programming. Sometimes they are used singly in series all in the same tone evenly spaced and sometimes in series using different tones unevenly spaced to form a kind of tune --
After the 2 seconds pass, you'll hear a “Beep-Beep-” tone emits, that means the highest point of throttle range has been correctly confirmed.
Then, move throttle stick to the bottom position. You should here three “Beep-” tones representing the number of Lipo battery cells (In your case, three beeps)
Finally, a long “Beep—” tone emits, means the lowest position of throttle range has been confirmed.
Then you're done. Unplug the battery. shut down the TX and try it again.
Post back and let us know how it went.
If you like, I can make a vid with the sound and all to help, just let me know. This stuff is always fun to do especially now with snow on the ground and crappy flying weather..