A Google search of Technics SL-10 found this:
The SL-10 came equipped with the Technics EPS-310MC moving-coil cartridge. Due to the low output of the moving-coil cartridge, the SL-10 includes a built-in, bypassable step-up preamp to allow it to connect to standard phono inputs.
I think you would still need a phono stage, with gain, to get suitable volume. I think the step-up only steps the output up to the same level as a MM cartridge.
Regarding your Sony, I don't know. Either you have the switch turned off, the switch/phono pre-amp is not working, or the cartridge is a low-output cartridge.
I think you likely need to buy a phono pre-amp to put between your TT and Ayre pre-amp.
Good Luck, and Best Regards...