Take out the butter and eggs to bring them to room temperature.
Heat the milk in microwave until warm 105℉ - 110℉. [It's best to use a kitchen thermometer if you have one.] Add the warm milk, yeast and a little of the white sugar to the mixer bowl. Let sit for 5-10 minutes.
Add the flour and salt to a small bowl and set aside.
Add the rest of the sugar, the softened butter and the eggs to the mixing bowl. Mix on low speed until the eggs are incorporated. The butter will not incorporate at this stage, which is normal.
Add the flour and salt mixture to the mixing bowl in three to four different stages. Scrape down the sides of the mixing bowl after each addition and then mix on a low speed until the flour has been incorporated. Repeat until all flour has been added.
After the flour has been incorporated, switch to the dough hook and knead on low speed for 5 minutes.
Spray a large bowl (or reuse the mixing bowl) with cooking spray. The dough is sticky and that's normal. Let the dough rise in a covered bowl for a total of two hours. After one hour, knead the dough using the stretch and fold method. If you're familiar with this method, do it in the bowl. If this is your first time, take the dough out of the bowl and set on a floured surface. Take a hold of a large piece of dough at the 12 position, stretch it away from your body, and then fold it back toward the middle of the dough ball. Rotate the ball ⅛ to ¼ of a turn and repeat the stretch out and fold back motions. Keep repeating until you have gone around 2 times and the dough becomes less stretchy. You DO NOT have to do this, BUT it does make the rolls more fluffy and soft. Put the dough back in the bowl to rise for another hour. So, the total rise time is two hours with the optional stretch and fold after one hour.