Right I need some help here, Ive bought a new ecu chip from a ebay to get rid of my digi-lag & Ive dismatled the ecu & got to the original chip. But how do you remove it?

its a long thin chip & when I try & pull it out it flexes in the middle!! so im a bit scared as I dont what to break anything!!
Any advice would be appreciated Im sure Ive read on here that people have swaped there chips before.
Cheers.