In a large mixing bowl, stir together the warm milk, instant yeast, and 1 tablespoon of the sugar. Let it sit for 5 minutes. You should see it start to look slightly foamy or creamy on top, which tells you the yeast is active. If nothing happens after 5 minutes, the milk was too hot or the yeast is old, and you should start over with fresh yeast.

Add the eggs, melted butter, remaining 2 tablespoons of sugar, and salt to the yeast mixture and stir until combined. Add the flour one cup at a time, stirring well after each addition. Once the dough comes together and pulls away from the sides of the bowl, stop adding flour. It should be soft and slightly tacky but not so sticky that it coats your hand completely. Add extra flour a tablespoon at a time only if needed.

Turn the dough onto a lightly floured surface and knead for about 6 to 8 minutes until it is smooth, slightly springy, and bounces back slowly when you poke it. Alternatively, you can mix in a stand mixer with the dough hook on medium speed for 5 to 6 minutes. Form the dough into a ball, place it in a lightly oiled bowl, and turn it once to coat. Cover with plastic wrap.

For the overnight method: refrigerate the covered dough for 8 to 16 hours. The next day, pull the dough out and let it sit at room temperature for 20 minutes before shaping. For the same-day method: let the dough rise at room temperature for 1 to 1 1/2 hours until it has doubled in size. Lightly grease your 9 by 13 pan with butter or cooking spray.

Turn the risen dough onto a lightly floured surface and pat it gently into a rough rectangle. Divide it into 15 equal pieces using a bench scraper or knife. Shape each piece into a smooth ball by pulling the edges underneath and rolling it between your palm and the counter. Arrange the balls in 3 rows of 5 in the prepared pan, spacing them evenly so they have room to expand but are close enough to touch as they rise.

If using the overnight method, cover the pan loosely with plastic wrap and let the rolls sit at room temperature for 60 to 75 minutes until they are puffed and touching each other. If doing same-day, cover and let them rise for 30 to 40 minutes. Preheat your oven to 375 degrees Fahrenheit while the rolls are doing this final rise.

Bake the rolls for 16 to 20 minutes until the tops are a deep golden brown. The most reliable way to check doneness is with an instant-read thermometer inserted into the center of a middle roll. It should read 190 degrees Fahrenheit. Rolls that look done on top can still be gummy and under-baked in the center if you pull them too early.

While the rolls bake, stir together the softened butter and honey in a small bowl until smooth. The moment the rolls come out of the oven, brush the honey butter generously over the tops. Sprinkle with a pinch of flaky salt if you like. Serve warm directly from the pan.