I charge $3 a dozen but plenty of folks around me charge $2. I usually sell out because we don't sell ours locally, at least not in the rural area we live. We sell almost all of our to clients in town. My wife is on a bowling league and is also a hair stylist so she is around large groups of people. When we have eggs, she just posts on her facebook account and the orders roll in for the next bowling night or hair appointment. One thing we do to add value to our product is to print a label that goes on every carton with a logo and url to our farm blog where folks can see the chickens that produce their food. When we started doing this, any complaints about the price went out the door and we are rarely able to keep up with the orders. This would be an easy thing for most folks to do and you could even print the url to direct buyers to your BYC page. We are also working on a small insert that will answer frequently asked questions as well as have some interesting chicken and egg facts.
It becomes all about doing what they are not, or doing what they are, but doing it better.