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J-link error, failed to connect error

I have a J-link and i am trying to read data from chip but keep getting an error
I am trying to program a new file to the internal flash of the chip below

failed to connect, could not establish a connection to target

Attached is screenshot of error from J-flash

I have tried shorting my cables
I have tried applying power direct to the board externally from 3.3v output from j-link

Is it because it is too less amps

Do I need to keep the board inside the chassis and then connect using J-link

Has anyone seen such error before, if so how did you fix it, please

Thanks so much in advance