You want to make sure that your collet is clean and also the router shank doesnt have a burr on it.
I wouldn't be hitting anything, you may damage the shaft on the motor,
You didnt say what kind of router you have.
Rick and Bob are using Porter-cable routers.The shows i have seen anyways.
The Collets on the porter-cable have what they call a Auto-release collet system and it ends "frozen" bits., and it works great.
You loosen the nut with both wrenches, then you turn it with your hand and about 1/2 way you will feel it release away from the bit..The bit then slides out easily.
.IT's the only router i know that has this feature.
Hickory