I have 3 FireMouth Cichlids myself, who are not shy at all. What I did was train them by lightly tapping on the glass before each feeding. After a while they associate the tapping with feeding, and they get use to being around the tank. When they are feeding sit in front of the tank and watch them, they'll slowly get use to your presence and won't hide from you.
It may be how you approach the tank, if you walk up to the tank to fast they see you as a predator and threat, and hide from you. So try the tapping before each feeding, and they'll get use to you soon.
When I walk by my Firemouths tank, they come out to see what I'm doing, I don't even have to feed them, they just come out to see what it is I'm up to.