I had the same issue. Tried using a screwdriver and it slid off and scratched one of the modules. I had to apply enormous force and the memory modules only went in slightly, still no resolution. At that moment I didnt know if it was bad memory or I damaged it. Had three iterations, combining old and new, nothing worked.
In the end I figured out you have to apply the force (press the module down) when the module is located under the angle, before it is laid flat in the slot. See the label next to memory slot - it depicts the angle.
The memory i used was Crucial btw, bought brand new on Amazon.
To cut the long story short: place the modules under approx. 45 degrees angle and push them into the socket under this angle. Only when it is fully in the socket, push the module to lay down flat.
Also found this video which specifically shows this: http://www.youtube.com/watch?v=gIIs3bplZZA