I can't get my new power tubes into the sockets :(

[Kornflake]

I have changed tubes before with no issue, but for some reason, today has been hell.  I picked up two new Mesa EL34s today to put into my Egnater Renegade amp, and I cannot for the life of me get one of them to go in.  Is there some sort of trick to it?  I don't want to force it too much and risk breaking anything but I'm really having a rough time getting the thing in