Whitelisting process for application developers

Hello --

I am an application owner that contains a signed executable which is falsely reported as malware (W32.Trojan.Gen) by Webroot (discovered via virustotal.exe). Doing some searching around the forums, this appears to be a fairly common situation.

Is there a whitelisting process we can use to preverify new binaries before release? And how can we get an existing binary that is falsely flagged as malware whitelisted?

Thanks!
--Jeremy