Now I suppose it is your job to convince them. From what I have experienced, if you can, try to get hold of an actual Technical manager as opposed to a non-technical HR guys. HR guys will just look at some metrics and will not value your previous experience just because it is in a different domain. From the HR perspective, you are someone who has been in the corporate world and not someone they can manipulate from scratch.
It might be much easier to convince a technical manager. At least, ask them to conduct an interview so that they can gauge your knowledge.
PS, A person with work experience, even from a very different domain, can bring in a certain amount of work ethic and discipline that takes years to mold, which would not be there for a fresher. You just need to articulate this to the hiring managers.