This is how the start sequence is supposed to work. With the lanyard key NOT on the post (DESS system), each time you press the start/stop button a timer will energize the electrical system for 3 minutes, the information screen will illuminate for around 3 seconds then go blank, the fuel pump will run for 2 seconds. Each time thereafter that you push the S/S if key is NOT on the post, the timer will reset for another three minutes and so on. Note: if you listen carefully, you will be able to hear a relay click off and on as the fuel pump is energized for the 2 seconds. However, if you hear a motor running for the three minutes that the electrical system is energized, that probably means that you have a bilge pump installed and that is what you are hearing. You will still be able to hear the fuel pump relay but you will have to listen carefully.
If you push the S/S to energize the electrical system, then you put the key on the post, you will hear two beeps to signify the system has recognized the key and you are good to proceed. After you hear the two beeps, the next press of the S/S the engine will crank and usually start and run.
The fact that your machine won't crank implies to me that it is a problem with the key recognition sequence and not the fuel pump. Hope this helps. Holler when you get this resolved if you would.