Are you using a new receiver?

Do your servos operate correctly with just the servos, receiver, and receiver battery connected? (Leaving the esc unplugged, and of course no battery on the esc).

If not, make sure you bought a receiver that is compatible with your transmitter. There are "positive shift" and "negative shift" transmitters - the receiver has to match, unless you get a universal shift receiver that works with both. Futaba & Hitec are negative shift, and I think Airtronics & JR are probably positive shift, someone correct me if I'm wrong (only have Futabe myself).
You also have to have the transmitter set to FM(PPM) or PCM to match the receiver.
There are also single-conversion and dual-conversion receivers - the crystals are not interchangeable on the two types. Most of the small electric planes use a single-conversion receiver, and usually you have a dual-conversion on a larger plane because it has better reception range and interference rejection. The same transmitter will work with either type receiver.

One problem I had programming an esc was that it did not recognize full throttle unless I also set the trim all the way up on the throttle.