Newbie problem sending to Virus Rack

[markflickr]

I have the Rack model, tried using Midi Quest Pro and Sounddiver from a laptop with USB-Midi cables, all settings on Rack correct (as per manual), data sending light on, on cable interface and in software, however on Rack display i just see a small SE appear, display never changes to the patch i was sending to it. Trying to send a .MID file, also tried a sysex file, same...
What am i doing wrong??