Excel 2007 : calculate value based on multiple low, medium, high cells

I'm trying to figure out how to calculate a score based on whether or not the user entered an "x" in various cells. I've got 11 columns in my spreadsheet:

Column 1 represents a new feature the user wants

Columns 2 - 4 are used for indicating the significance as low, medium or high (user puts "x" in only one column).
Columns 5 - 7 are used for indicating the effort as low, medium or high (user puts "x" in only one column).
Columns 8 -10 are used for indicating the risk as low, medium or high (user puts "x" in only one column).

In Column 11, I want to calculate a score based on the low, medium and high entries where low = 1, medium = 2 and high = 3. The minimum calculated scored is 3 and the max is 9.

Suggestions?

Heres the whole thing
=COUNTIF(B3,"x")+COUNTIF(C3,"x")*2+COUNTIF(D3,"X")*3+COUNTIF(E3,"x")+COUNTIF(F3,"x")*2+COUNTIF(G3,"X")*3+COUNTIF(H3,"x")+COUNTIF(I3,"x")*2+COUNTIF(J3,"X")*3
good luck

Perhaps:

=SUM((B1="X")+(E1="X")+(H1="X"),((C1="X")+(F1="X")+(I1="X"))*2,((D1="X")+(G1="X")+(J1="X"))*3)

or

=MATCH("X",B1:D1,0)+MATCH("X",E1:G1,0)+MATCH("X",H1:J1,0)

the latter would fail if you did not have an "X" in each

another

=SUMPRODUCT((B1:J1="X")*(MOD(COLUMN(B1:J1)-COLUMN(B1),3)+1))