You have to be quick :) Best way to go into setup / service mode is to push the button on and hold it while someone turns on the power. If you are by yourself you have to be quick. If more then a second or two goes by it will not go into service mode. Alternately, if you are slow and old like me you can also go into the setup by doing the following
1. Power off the machine
2. Flip dip 4 to on at the actual PCB
3. Power on machine and make your changes (don't forget to save)
4. Power off the machine
5. Set dip 4 back to off
6. Power on machine as normal