When trying to perform a firmware update to the latest version of the firmware for the P3

I get the following error

"Error while transmitting firmware!: FLASHERASE - No response - 8"

I have restarted the four times times and made three attempts are performing the update.

I have tried via the LAN connection (its a direct connection from my laptop to the P3), how I have done it many 10's of times before.

Any suggestions on what I can try?