New Tank issues, Please help.

[Aquattro]

You have way too many fish for a new tank. Cycle products are generally crap, so don't count on it helping. At this point, change 20 or 30% every couple of days, you want your NH4 at 0. If you can get some mature gravel from the LFS or a friend, that will help quicken the cycle.
If the fish store told you that adding 6 fish and a crayfish to a new tank was a good idea, find a fish store.